Recruiting isn’t what it used to be. Gone are the days when posting a job ad on a few job boards meant the applications would start pouring in. Today’s jobseekers (especially top talent) expect more. If your recruitment campaigns aren’t attracting the right candidates, the problem isn’t the talent pool. It’s the message, the method, or maybe both. Let’s walk through how to create recruitment campaigns that do more than just fill roles, they attract the right people and strengthen your employer brand in the process.
What Is a Recruitment Campaign?
Before we get into tactics, let’s make sure we’re on the same page.
A recruitment campaign is a focused effort to attract and engage potential candidates for specific roles, or to build a long-term talent pipeline. You might use digital ads, social media, events, email nurturing, content, or some combination of all of these.
But the most effective campaigns don’t just sell the job. They tell a story people want to be part of.
Start With Strategy, Not A Job Ad
The biggest mistake companies make? Jumping straight into promotional mode without a solid plan.
Instead, ask yourself:
- Who are we trying to reach? Are we targeting Gen Z grads, experienced remote developers, or people in frontline roles? Building candidate personas is an essential step.
- What matters to them? Flexibility? Purpose? Career growth?
- Why should they care about this opportunity? AKA: What makes your EVP (Employer Value Proposition) resonate?
Once you’ve got answers, you can shape a campaign that aligns with real candidate motivations, not just job descriptions.
Define Clear, Measurable Campaign Goals
Without clear goals, it’s easy to lose focus and hard to measure success.
Whether you’re launching a high-volume hiring push or targeting a niche tech role, define what success looks like. For example:
- Driving 50% more qualified applicants to your career site within 30 days
- Increasing application conversion rates from social by 10%
- Doubling engagement on job-related content among passive candidates
Set metrics that matter, and don’t forget to use recruitment analytics tools to track them.
Tailor Your Message to Each Talent Segment
Different people want different things from a job. Sounds obvious, right? Yet many campaigns still use one-size-fits-all messaging.
A Gen Z candidate might be looking for purpose and work-life balance. A mid-career professional may prioritize stability and leadership opportunities. Your messaging should reflect this.
Here’s how:
- Use language that resonates. Avoid generic buzzwords. Get specific about what it’s really like to work at your company.
- Share real employee stories. Highlight day-in-the-life videos, testimonials, or blog posts from people in similar roles.
- Address concerns at each funnel stage. For awareness content, lead with culture. For consideration, talk about benefits. During decision stages, offer role-specific details.
Pick the Right Channels (And Don’t Forget Passive Talent)
Your ideal candidate might not be scrolling job boards daily, but that doesn’t mean you can’t reach them.
Here’s a quick breakdown of how to choose the best platforms:
- LinkedIn or X (formerly Twitter): Great for professional or niche talent segments
- Instagram and TikTok: Effective for early career and Gen Z recruiting
- Email nurturing: Keep potential candidates warm even if they’re not ready to apply today
- Programmatic advertising: Target candidates based on behavior and interests for higher relevance
Just remember: Spamming every platform with the same ad won’t work. Customize for each channel.
Create Scroll-Stopping Content
If your ad looks like every other job post out there, people will scroll right past it.
Instead, lean into creative content:
- Short-form recruitment videos showing real moments from your team
- Behind-the-scenes posts that make your culture feel tangible
- Engaging job ad copy written like a conversation, not a legal document
Also, it helps to think like a marketer. What’s the hook? What’s the emotion or problem the job solves? What’s the “why now”?
Don’t Forget the Career Site Experience
Your campaign can do all the hard work of getting someone interested, but if your career site is outdated, slow, or hard to navigate? Goodbye, candidate.
Make sure your site:
- Loads fast and looks good on mobile
- Highlights your EVP front and center
- Features clear, personalized job recommendations
- Includes content like employee stories, DEI initiatives, or day-in-the-life videos
This is where career site optimisation comes into play. First impressions matter.
Follow Up, Follow Up, Follow Up (Talent Nurturing Matters)
Most campaigns forget about one crucial thing: what happens after someone engages but doesn’t apply.
This is where talent nurturing turns browsers into applicants.
Send email sequences that add value, not just reminders. Share team updates, upcoming hiring events, or articles that speak to their interests. Over time, you build a relationship, and when the timing’s right, they’ll be ready to apply.
It’s not just about being top-of-mind. It’s about being worth remembering.
Test, Learn, and Keep Iterating
Even the best recruitment marketers don’t get it perfect on the first try.
Use A/B testing to try different headlines, images, and calls-to-action. Monitor where people drop off in the application journey. Adjust your targeting to see what drives better results.
Then (most importantly) apply what you learn to the next campaign.
Campaigns that work aren’t set-it-and-forget-it. They evolve.
Final Thoughts
Creating recruitment campaigns that actually work isn’t about throwing money at ads and hoping for the best. It’s about being intentional, understanding your audience, delivering value, and showing up where (and how) it matters.
Recruitment marketing is a long game. But when you do it right, you’re not just filling roles, you’re shaping the future of your brand.
So ask yourself: What kind of story are you inviting people into?
Because in the war for talent, the best storytellers win.
Want more insights? Keep exploring our Recruitment Marketing hub for tools, templates, and expert guides.
Need help creating effective recruitment campaigns? Let’s talk.
